INTRODUCTION TO EVENT MANAGEMENT

DTM40134 Event Operation & Management

TOPIC 1

INTRODUCTION
TO EVENT
MANAGEMENT

By : Nur Hidayah Hassan

COURSE LEARNING
OUTCOME

CLO1 :
Explain Clearly the concept of

event operation and
management in tourism and

hospitality industry

ARE YOU READY??











The basic concept of event management in tourism and
hospitality industry

•There are various parties hosting and organizing events on a usual basis.
•Most of us participated in events but managing the events are the difficult task to
achieve its objective.
•Small time private events to the large-scale international events.
•Event management is concerning planning, organization and execution.
•What are the reason conducting an event?
•There may be a number of reasons for conducting an event such as:

1. To inform and educate the community about a cause
2.To obtain media coverage for an activity or organisation
3. To raise funds
4.To celebrate a community’s strength and cohesiveness
5. An awards or presentation ceremony

The Definition & Concept of Event in the
content of Tourism & Hospitality Industry

•Management of an event encompasses all activities
involved in planning, organizing, staffing, leading and
evaluation of an event.
•There is no single universally accepted definition of
event. Many authors have discussed the definition of
events and the various terms used to describe them.
•However, there is only limited agreement on
standardised terms across the various researches.

The Accepted Practices Exchange Industry Glossary of TERMS (APEX,
2005)defines an event as,



“An organized occasion such as a meeting, convention,exhibition,
special event, gala dinner, etc. An event is often composed of several

different yet related functions.‖”

Getz (2008) notes that
events are spatial - temporal phenomena and that each is unique because

of interactions among the setting, people, and management systems,
including design elements and the program.

Getz (2008) suggests two definitions, from the perspective of the event
organizers, as well as the guests:



1. A special event is a one-time or infrequently occurring event outside
normal programmes or activities of the sponsoring or organizing body.
2. To the customer or guest, a special event is an opportunity for leisure,

social or cultural experience outside the normal range of choices or
beyond everyday experience.

Bowdin (2006) notes that the term “event” has been used :



―to describe specific rituals, presentations, performances
or celebrations that are consciously planned and created
to mark special occasions and/or to achieve particular

social, cultural or corporate goals and objectives.

Jago and Shaw (1998) suggest six features of special
events. According to them, special events should:




1. Attract tourists or tourism development
2. Be of limited duration
3. Be one-off or infrequent occurrence
4. Raise theawareness, image, or profile of a region
5. Offer a social experience
6.Be out of the ordinary

Summarising the definition of a special event, they
note it as:

A one-time or infrequently occurring event of limited
duration that provides the consumer with a leisure

and social opportunity beyond everyday experience.
Such events, which attract or have the potential to
attract tourists, are often held to raise the profile,
image or awareness of a region.

Characteristics of events are:

01 Uniqueness
02 Perishability
03 Ambience and service
04 labour-intensive
05 fixed time-scale
02 intangible
02 ritual or ceremony
02 personal interaction

Uniqueness
Each event will be different. There are the participants, the surroundings, the audience and other
variables that make the event unique. There have been about 300 repeated editions of Olympic

Games, each unique because of different athletes, organizers and different audience.



Perishability
An event cannot be repeated in the same way. Thus event managers have to use a variety of techniques to

encourage activities in quiet periods.

Intangibility
An event organizer has to consider that tangible items will help to make the idea of how good an event has

been memorable.

Ritual and ceremony

This is the major characteristic of events. Ritual and ceremony emphasize the continuity of tradition. Modern
events -like the Awarding of the Berlin Golden Bears – are specially made up. To attract tourists even
brand new special events are created.

Ambience and service
An event manager can try to make an event a success by giving careful attention to details.

Though people cannot be compelled to enjoy themselves.



Personal contact and interaction
To make an event successful event managers must be aware of the fact, that an enjoyable atmosphere is

dependent on the actions and reactions of people.

Labour-intensiveness
Complex and unique events require labour-intensive organisation and operation, a high level of
communication and planning, a big amount of time and effort. No two events are likely to need the same
number of staff – an athletic competition will require completely different operations than a company

annual outing to a theme park.

Fixed timescale
Events -like projects – run to a fixed timescale – short or very long.

EVENT MOTIVATION

‘Events are an important motivator of tourism,
and figure prominently in the development
and marketing plans of most destinations’
(Getz 2008:403)

‘Much of the appeal of events is that they are
never the same, and you have to ‘be there’ to
enjoy the unique experience fully; if you miss it,
it’s a lost opportunity’ (Getz 2008:404)









Career prospects and entrepreneurial

opportunities in the event management industry

•There are plenty of jobs in this industry. In spite of the current global
economic slowdown, the event management industry has continued to
grow in leaps and bounds.
•There are plenty of events: weddings, birthday parties, talent hunt and
reality shows, fashion and cultural shows, academic and sports meets,
religious functions, corporate events, conferences and so on.
•Talented youngsters who want to leave their mark in this industry have
numerous avenues.
•You can join an event management company or a media house that
specialises in event management activities.
•Once you have garnered ample experience you can either start working
in the capacity of a freelancer or event set up your own events business.

Public sectors and private sectors in event business

•The Malaysia Convention and Exhibition Bureau (MyCEB) is the government agency (under the
Ministry of Tourism, Malaysia) responsible for coordination among various MICE organizations.

•MyCEB is working hand in hand with the private sector whose business events activities are
directed to attract foreign organizers and participants to stage their organization activities in
Malaysia in the future

•Business Events Council Malaysia (BECM) is being established to represent the private sector
voice of Malaysia’s business events industry, while increasing engagement and encouraging
leadership within the industry’s supplier community. It will act as an independent private/public
advisory council.

•BECM act as an industry “voice” and will advocate to grow Malaysia’s market presence and
competitive advantage in the region and globally through the Business Events Industry in tandem
with its alignment to the national economic and social growth priorities of the Malaysian
Government.

•BECM will provide oversight and support for the implementation of the Malaysia Business Events
Roadmap 2020 and Beyond, strategically designed to further Malaysia’s success as a preferred
business destination among the competitive environment in the in regions of Asia.



Contemporary issues and challenges in event industry

How has technology changed the event industry?
Well, whether it’s a music gig, flower-arranging workshop, or art exhibition, technology has been key to

holding successful events during the COVID-19 pandemic, enabling creators to adapt to unforeseen
circumstances and meet consumer demands. It’s even brought new and exciting opportunities, as virtual

events have reached wider audiences from across the globe.

1. RFID makes things quicker
Radio-frequency identification (RFID) continues to streamline the attendee experience by replacing tickets

and physical payments for in-person events. RFID chips are small enough to fit inside attendee bracelets
and badges and, by being scannable, they reduce queuing time. They can also be used for cashless
payments onsite at events such as music gigs and food festivals.

2. Facial recognition for contactless check-ins
One of the latest trends in event management, facial recognition is already being used at a number of
events, from trade shows and conferences to football matches and club nights. It creates a “smart event,”
which allows for automated, contactless check-ins, dramatically reducing waiting times and interactions

between attendees and event staff. In addition to speeding things up, the software can read facial
expressions and body language to predict the mood of attendees – taking feedback to a whole new level.

Contemporary issues and challenges in event industry

3. Chatbots demonstrate it’s good to talk
As people get used to asking Alexa and Siri to add milk to their shopping list or play their favourite album, we

can expect to see digital assistants and chatbots powered by artificial intelligence (AI) popping up in the
events industry, too. Chatbots are being used at events such as virtual gigs and trade fairs to answer attendee

questions and provide important information. By automating customer service, attendees receive a rapid
response and organisers can continue to focus on planning their event. From using Google’s Dialogflow, which

integrates a chatbot into a website or event app, to adding a customer service plugin with Facebook
Messenger, there are plenty of ways to get started.



4. Offer customised recommendations with AI
Speaking of AI, it’s increasingly being used to analyse data and offer up personalised recommendations,
which can include everything from which talks you should attend to a new band that really fits your music
taste. Event creators can use AI technology to interpret data from social media profiles including LinkedIn
and Facebook to create bespoke suggestions for each event attendee – for example, who they should meet,
which presentation might be particularly useful for their line of work, or which speaker they’d really love to
hear. If this all sounds a little techy, don’t despair – the quickest way to get up to speed is to use an event

app with an AI plug-in , such as Grip.

Contemporary issues and challenges in event industry

5. Enter a new reality
There’s been a lot of buzz around experiential events, and augmented reality (AR) and virtual reality (VR)

certainly have the ability to transport attendees to a whole new world. The possibilities are seemingly
limitless, with creators using AR and VR for engaging presentations and to stand out among hundreds of
exhibitors at trade fairs. Charities are also revolutionising fundraising by using the technology to draw

attention to their cause.



6. Livestream your event online
The COVID-19 pandemic kickstarted a huge shift to virtual events. Many creators are embracing the
medium for things like webinars, concerts, and even theatre productions as a means of reaching wider
audiences while events are unable to take place live. When in-person gatherings are an option, why not

consider how you can incorporate the technology into a hybrid event for the best of both worlds?

7. Connected customers are happy customers
With the roll-out of 5G network technology, there’s an expectation that venues will provide a super-speedy
WiFi connection – and that’s good news for both event creators and attendees. It’s especially important at

socially distanced music and food events where you might be using an app or website for table service.
Plus, that increased speed will make other technologies such as livestreaming, VR, and AR smoother and

quicker to implement.

Risk & Safety in Event Operation

THE TOP 10 SAFETY RISKS 

 1.  Event and Production Equipment
 2.  Crowd Management
 3.  Children Attending or Participating
 4.  Transport and Traffic Management
 5.  Staff and Volunteer Safety
 6.  Medical Assistance Requirements
 7.  Unpredictable Weather
 8.  Potential Fire Hazards
 9.  Food safety
10. Aggressive Behavior 

1. Event and Production Equipment




Whether you’re running a big music event with huge, impressive stages and large amounts of technicolor lighting; or you’re
running an outdoor sports event with a few marquees and an extensive sound system for the commentary - you need to assess

the equipment you’re bringing onto your event site and analyze the hazards associated with it.
These can range from electrical installation safety, to the accessibility of packing in and packing out. Once it’s all in place, you

also need to consider things like, are there any trip hazards? Or will these temporary structures be affected by a change in
weather?

Remember, you’re not alone in making your event safe - make your life easier and use your suppliers’ knowledge to ensure
you’re not taking unnecessary risks. You can’t be an expert in everything so if you need some help understanding the
“production lingo”

2. Have you got the right crowd management processes in place?




Crowds at events bring a huge amount of atmosphere, and no-one wants to end up with an event that lacks that right? However, crowds in
mass also pose a number of risks. Take into consideration how you’ll manage the public on your event site, plus how you’ll manage them

coming and going too. With the right planning in advance, you’ll still get that buzzing atmosphere without the stress of trying to throw in last
minute crowd management exercises on the day.  
A few things to think about:

What's the accessibility like to your event and what are the risks associated with public roads etc.?
Have you got clear signage to help manage the flow of people?

What are your entry/exit strategies and what do these look like in an emergency?
Do you have safe disability access?

Will there be potential areas of crowd-pushing and have you got enough stewards on hand to prevent it

3. Are there children attending or participating?




It may seem like a “niche” subject, but it’s actually really important you consider it. If there are children attending or
participating in your event there are things you have to consider and assess.



These can include managing any lost children and how you reunite them with their guardians, and risk assessments for kids
play areas on site or any other activities designed for children. Even what the legislations are around children and

photography in your country need to be taken into account. Plus, if there are children participating in your event, are you
required to carry out background checks on staff working with them

 4. Transport and traffic management




Whether you’re supplying transport to your event or managing the traffic entering the site, you need the
appropriate marshalling, signage, parking and dedicated pedestrian access in place. Take the time to map it
out, assess the risk areas and put appropriate plans in place - that way you’ll have peace of mind that you’ve

done all you can to create a safe environment and limit the possibility of incidents.

5. Staff and volunteer safety - are you prepared?




It’s easy to get caught up in making sure your attendees and participants have the best time and nothing goes
wrong for them. But an equally important set of people are your whole event crew.



Their safety is extremely important and you should analyze each and every role and the risks associated with
them. This may be lifting heavy equipment, marshalling busy roads or dealing with the crowds.



Sit down with your event team and think through the scenarios. That way, you can prepare your people by
providing appropriate directions and training. The result? On the day those scenarios won’t be issues because

your badass team will know exactly what to do.

6. Have you got appropriate medical assistance available?

Accidents and injuries are frequent at events - bearing in mind you have masses of people in one space, potentially add some
alcohol in the mix, or depending on the event possibly even a few extreme sports. It soon becomes easy to see how the odds

go up!



You can’t completely eliminate these risks, but you can put plans in place to deal with them when it happens. Make sure you’ve
got appropriate first aid staff and medical supplies on site, and ensure you’re aware of where the local hospitals are. Include
this info in your briefs to your staff and crew so your team can react immediately. With your bases covered, you and your team

will be able to deal with accidents and injuries without the panic.

7. Can your event handle unpredictable weather?



There’s not much I can say here that you don’t already know. Weather is unpredictable and we have no control over it.
End of. You can, however, still assess the risks to your event in different weather scenarios and be prepared for them so

a sudden downpour doesn’t leave you running around in all directions...

8. Have you identified any potential fire hazards?



A fire breaking out is not something anyone imagines happening at their event. Have you seen the devastating results one getting out of

control can look like? I hope not. And let’s keep it that way.



Firstly, make sure you carry out a full risk assessment of any fire hazards so you can do your best to eliminate the risk completely. Secondly,
ensure you have fire extinguishers easily accessible throughout your event. They may just be the thing that stops a small fire in a kitchen turning

into your whole venue going up in smoke. Finally, make sure you advise your local fire service that your event is taking place and let them
know the accessibility points for the fire engines; in the “unlikely” event you need to call on them.

9. Refreshments - have you got vendors serving food on your site?




You may not have direct control over the food being provided at your event, but you still have a duty to be aware of how food is
being provided, stored and cooked. Ensure your vendors have appropriate licensing and have access to the facilities they need to

make sure their food meets food safety standards.



You should also ask for evidence of their training and food safety vetting for their workers, and make sure you have the names of
everyone who will be working at your site. That way, you can make sure that they all go through your site check-in and out process,

and have the right information about your event and safety procedures.



If someone gets ill, it will be your door they coming knocking on and your event they remember getting ill at. You don’t want “I got
food poisoning” to be the a reason you get a negative review about your event.

10. Antisocial or aggressive behavior. Are you and your team equipped to deal with it?
Unfortunately, antisocial behavior is a bitter reality that as event professionals we have to
prepare ourselves and our event staff for. This kind of behavior comes in many forms, from a
few disgruntled competitors at a sports event, to someone who has had a few too many
drinks at a festival - and right through to the worse case scenario of someone intentionally

setting out to cause harm or who injures themselves.



To ensure you can deal with these scenarios, you can put a number of things in place:



Use expert help to identify the risk areas and direct you on appropriate safety measures
Make sure you have plenty of security present at your event, that they are properly trained,

certified and inducted into the specifics of your event safety processes and plans
Give your staff appropriate training on what to do in certain scenarios (this doesn't just
mean sending out a PDF, make sure they know what to do and are equipped to do it)
Make sure the messaging is loud and proud, to everyone at your event (including your crew),
that your event is a safe space and that antisocial behavior, whether physical, verbal or

digital, is grounds for instant expulsion and a lifetime ban
Be prepared on the day by having effective and efficient communication channels using

tech like Blerter

SIZE OF EVENT

MEGA EVENT
HALLMARK EVENT
MAJOR EVENT
LOCAL COMMUNITY EVENT

MEGA EVENT

Events with international appeal and true global reach
typically fall into the categories of major or mega-events. Such events
have the potential to act as catalysts for local development, and to deliver
a range of economic, socio-cultural, environmental and other benefits
associated with image, branding, and expansion of the visitor economy,

just to name a few.
Example of mega-events can be FIFA Worldcup.

HALLMARK EVENT

These are the events with the distinctive quality
of the program. Hallmark events are so identified with the spirit and soul
of a host community that they become synonymous with the name of the
place, and gain widespread recognition and awareness. Hallmark events

are of special importance and attractiveness both for particiants and
visitors, they attract great attention of the public, contribute to the image
of destination and maintain and revitalize the tradition. Classic examples

of hallmark events are Carnival in Goa, Dussehra of Kullu and
Khuajoroho Dance festival. These events are identified with the very
essence of these places and their citizens, and bring huge tourist revenue
as well as a strong sense of local pride and international recognition.

MAJOR EVENTS

Major event is a large-scale event, with strong
public interest and media coverage. Major events attract large numbers of

visitors, and help the organizers achieve good economic results. In
practice of management of events, these events are often sports-oriented,
with an international reputation, and defined structure of competition for
example: Formula One Grand Prix or trade fair exhibitions held at Pragati

Maiden New Delhi.

LOCAL EVENTS

Local event is an event that is targeted mainly for
local audiences and staged primarily for their social, fun and
entertainment value. These events often produce a range of benefits,
including engendering pride in the community, strengthening a feeling of
belonging and creating a sense of place. They can also help with exposing
people to new ideas and experiences, encouraging participation in sports
and arts activities, and encouraging tolerance and diversity. Various local
events are celebrated in India such as Lohrai, Baisakhi and exhibitions to

display new products .
Example of such events can be local concerts, food festival, etc.

LOCAL EVENTS

Local event is an event that is targeted mainly for
local audiences and staged primarily for their social, fun and
entertainment value. These events often produce a range of benefits,
including engendering pride in the community, strengthening a feeling of
belonging and creating a sense of place. They can also help with exposing
people to new ideas and experiences, encouraging participation in sports
and arts activities, and encouraging tolerance and diversity. Various local
events are celebrated in India such as Lohrai, Baisakhi and exhibitions to

display new products .

TYPES OF EVENT

MEETING EVENT
INCENTIVE EVENT
CONVENTIONS EVENT
EXHIBITION EVENT
SPECIAL EVENT
COMMUNITY EVENT

MEETING

A meeting is the coming together of a group of people to discuss or exchange
information. In some regions, meetings may be seen as a small-scale conference by

others
Meetings are typically held in hotel conference rooms or at convention centers. They are single-day events that

bring together a group of professionals to address a key challenge or set goals for the organization.

INCENTIVES

Incentives are travel rewards a company may provide in return for excellent professional
performance from individual employees, groups or partners. A few days in a resort, hotel or popular

hospitality venue at your company’s expense does wonders for employee loyalty.



Incentive travels include leisure trips emphasizing pleasure and excitement and
which may appear to have little or no connection to business

CONVENTION

An event where the primary activity of the attendees is to attend educational
sessions, participate in meetings/discussions, socialize, or attend other organized

events

EXHIBITIONS

Exhibitions can generally be portrayed as ‘presentations of products and services to
an invited audience with the object of inducing a sale or informing the visitors’

SPECIAL EVENT

A special event is a function or "occasion" which, in fundraising terms, aims to generate money for the
community group or not-for-profit which stages it. There are many different types of special events,
each with their own different level of complexity and suitability for different groups.

four purposes for special events
ie: celebration, education, marketing, and reunion.

COMMUNITY EVENT

Community events are staged largely for social, fun and entertainment value for the local community. They are
targeted primarily at a local audience but may attract from outside the region thereby providing some economic,
social and cultural benefits. Marketing and media coverage is mostly local. They may have some wider regional

benefits but to a lesser extent than major events.

ANY QUESTION??

YES OR NO